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Sears extends brands into new product categories

Sears (NASDAQ:SHLD) has some of retail's strongest store brands in Kenmore, Craftsman and DieHard, but these labels have largely stayed within their traditional product categories – until now.

The company has extended its store brands into two new product categories: Kenmore TVs, DieHard tires and Craftsmen connected home products.

There are two Kenmore TVs: an HDTV and UHDTV with 4K resolution, each available in three sizes. DieHard is expanding from auto batteries to offer DieHard Silver Touring All-Season Tires.

Among the five new connected home products are the Kenmore Elite smart refrigerator that sends alerts to homeowners about power settings, food spoilage and open doors. There is also a Kenmore Elite front-loading washer and dryer pair with smart capabilities and a Kenmore smart thermostat.

The DieHard label is now on a connected garage door opener with remote monitoring and controls, and the Craftsman Pro Series Connected Tool Storage has a Bluetooth connected smart lock.

All of the connected home products are compatible with apps from the Kenmore and Craftsman brands.

"The Kenmore, Craftsman and DieHard brands are trusted American legacy brands that are woven into the fabric of our American home lifestyle," said Tom Park, president of Kenmore, Craftsman and DieHard brands. "We're unleashing the power of these iconic brands by entering into these new categories and introducing connected home solutions that provide peace of mind – saving time, energy and money."

In May, Sears announced it was exploring options for its flagship brands, including the possibility of selling the Kenmore, Craftsman and DieHard names.